Читать книгу Employer Branding For Dummies - Richard Mosley - Страница 7

Regardless of whether you’ve done anything to build an employer brand, you already have one. Your employer brand is written on the faces of the people you meet who ask you where you’re working. It’s present in the gory or glorious detail of your Glassdoor reviews. It’s embedded in the energy or malaise of your everyday working environment. Your employer brand is your reputation as an employer – whether your organization’s work environment is distinctively great, generically mediocre, or exceptionally bad.

Before you invest time and resources into building an employer brand, perform an honest self-assessment of the brand you have to work with. In Chapter 3, we provide detailed guidance on how to conduct an employer brand health check. Here are the four areas to examine:

❯❯ What you already know or perceive: You probably have some sense of what your organization’s employees and people outside your organization think of it as an employer. Add to this knowledge any additional information you may already have, such as feedback from customers and partners, recent employee surveys, or a general review of sentiment across your social media channels.

❯❯ Employment experience: The employment experience and how employees perceive it contribute significantly to your organization’s reputation as an employer. Conduct employee surveys and focus groups to find out what current and former employees think of you, and any gaps that may exist between what you offer and what they want. Although compensation and benefits are often ranked pretty high, they’re rarely at the top of the list.

❯❯ External perception: You need to figure out what people outside the organization think of you as a potential employer. How well are you known among the talent you’re trying to attract? What are you known for? And how do people feel about you? In Chapter 3, we provide suggestions on how to gauge awareness, brand associations, and sentiment.

❯❯ Competition: The organizations you compete with for talent are typically those within your industry from which you hire and lose the most people. Add to that list the top employers attracting the best talent from every industry to learn what they’re doing better.

Don’t mimic what other organizations are doing to win the competition for talent. Your goal is to become distinctively great, and you can’t accomplish that by doing what everyone else does. What other organizations do may not work for you. Find ways to capitalize on your organization’s unique qualities. Use your research on other companies as a stepping stone for your own creative ideas.